The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.

1. Behaviours impacting
BEAUTY

2. A highlight of key insights and innovations impacting the
way we keep ourselves looking good.

3. MY
WAY
3BLENDING
GENDERS
2SERIOUS
FACE
1 FOREVER
YOUNG
4

4. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 SERIOUS FACE
People are seeing beauty as more than vanity
With the intricate work of make-up artists
gaining thousands of Instagram followers
and new brands seemingly popping up
every day to cater to niche tastes, people are
recognising the artistry that goes into beauty,
seeking out inspiration as they experiment
with their appearances.
Beauty Behaviour

5. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean1 Beauty insider
community
The average American woman spends
$300,000 on face products over her
lifetime, and in the search for the ideal
foundation or eyeliner, many will seek
advice online. Sephora’s Beauty Insider
Community is an interactive online platform
that’s positioning itself as a go-to source for
this info.
In practiceBeauty

6. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 BLENDING GENDERS
People re putting their best face on, regardless
of gender
Over three-quarters of Britons believe that
traditional gender roles are irrelevant, so
the idea that make-up is a women-only
game has become outdated. As more men
express an interest in painting their faces,
brands are opening up to a much wider
pool of potential beauty addicts.
BehaviourBeauty

7. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean2 Jeffree Star
Cosmetics
Boasting millions of followers and a cosmetics
line that frequently sells out within minutes of
a restock, Jeffree Star is one of the make-up
mavens transforming the beauty industry by
diminishing the dominance of global brands
and encouraging men to try on a little lipstick.
In practiceBeauty

8. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 MY WAY
People are using make-up to express
their identity
When it comes to self-love, the beauty
industry is often blamed for preying on
people’s insecurities – and even creating
them. Given that just 59% of American
women are comfortable with their own
appearance, brands are campaigning to
turn self-doubt into self-worth.
BehaviourBeauty

9. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean3 Milk
In a rush? No make-up brush? No worries.
Milk understands the way young women
think about and use beauty products. Sold
as ‘high concept, low maintenance’, it’s
inspired by and designed for creative, cool
girls – providing mascara that’ll stay on all
weekend and lipstick that’s actually kiss-
proof.
In practiceBeauty

10. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 FOREVER YOUNG
People are seeking ways to ease the
pressure of ageing
While ageing is inevitable, the pressure
to stop the visual signs in their tracks
has people spending significant sums on
cosmetic treatments and surgeries. But
not everyone wants to try dermaplaning or
get injected with Botox, with many instead
seeking to grow old more naturally.
Beauty Behaviour

11. Eating and drinking / 1
1 DIRTY DINING
People don’t always want to eat clean4 The ageing battle
For many women, wrinkles and grey hair
are seen as things that must be fixed to
maintain a sense of self. Abigail T. Brooks,
author of The Ways Women Age, explains
why women feel pressure to stop time in
its tracks, and how easy access to Botox is
impacting perceptions of ageing.
In practiceBeauty

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